Technologies like smartphones, the Internet, and personal computers (PCs) cause fundamental changes in company strategies and business models. Such developments sometimes increase the knowledge base of companies in handling client requirements and providing services. They actively influence nearly every facet of human existence daily, and they accomplish this via personalisation. The implementation of artificial intelligence (AI) has the potential to bring about a revolutionary change in the manner in which companies engage with their employees and clients. The purpose of this article is to investigate the role that artificial intelligence (AI) plays in assisting personalised engagement marketing, which is a strategy that offers clients the ability to develop, communicate, and receive personalised products. This article serves as one method of examining the business implications of artificial intelligence. This study has investigated the potential application of AI in formulating a customised approach to consumer engagement marketing. Organisations may employ AI to leverage client data in order to provide customised products and services. By leveraging artificial intelligence, managers have the ability to improve the customer value proposition continuously and acquire knowledge in real-time. This technique of carefully selected things that increase customer value helps retain customers and gain a competitive edge.